Looking over the eblasts, Trump has not send out many (38 in the last 30 days), but Cruz has become the “master blaster”, issuing 141 emails in the last month, mostly for fundraising.

Losing email subscribers can indicate a hurting campaign, though. At the height of her rise in the polls, Carly Fiorina boasted an account of 2.8 million, which has now plummeted to 1 million. As of now, the former Hewlett-Packard Executive has a weak 17% open rate.

Obama capitalized on email campaigns in 2012 by targeting individuals on key issues, then followed their responses with more emails. His creative direct response copy and over 1,000 test variables perfected the emails’ impact. The Republicans are doing emails as they were doing them 15 years go. This method does not seem to be working as effectively for them.

Conclusion: A well-targeted email campaign can generate donors, volunteers, and votes. Building an email listserv is essential. But so far, the Republicans are driving at 40-50mph on a 70mph highway.

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Why are we doing this?

For decades, the Republican Party and other organizations have focused on the handful of swing districts they thought were “winnable” or favored establishment candidates.

Because of this strategy, the Republican candidate in hundreds of districts is just a name on a ballot, abandoned and unable to spread a message about common-sense policies to the people who need to hear about them most. Activists in those districts are left without a cause to rally around, and voters are left without a real choice.